Changes in the market conditions for fruit and vegetables have induced Dutch co-operative auctions to restructure their sales and marketing activities. Nine auctions merged into VTN and established the marketing organisation The Greenery International BV. VTN/The Greenery have encountered many problems in their first years of operation. Part of these problems can be explained by the lack of organisational coherence in the new co-operative enterprise. VTN/The Greenery is analysed from the perspective of a system of organisational attributes. While the old system is taken apart, a new, coherent system has not been fully established. Further restructuring may have to take place before the new system of attributes will be efficient.

Co-operatives, Governance structure, Management, System analysis
Firm Objectives, Organization, and Behavior (jel L2), Firm Organization and Market Structure: Markets vs. Hierarchies; Vertical Integration; Conglomerates (jel L22), Business Administration and Business Economics; Marketing; Accounting (jel M), Business Administration: General (jel M10)
Erasmus Research Institute of Management
ERIM Report Series Research in Management
Copyright 2000, W.J.J. Bijman, G.W.J. Hendrikse, C.P. Veerman, This report in the ERIM Report Series Research in Management is intended as a means to communicate the results of recent research to academic colleagues and other interested parties. All reports are considered as preliminary and subject to possibly major revisions. This applies equally to opinions expressed, theories developed, and data used. Therefore, comments and suggestions are welcome and should be directed to the authors.
Erasmus Research Institute of Management

Bijman, W.J.J, Hendrikse, G.W.J, & Veerman, C.P. (2000). A marketing co-operative as a system of attributes (No. ERS-2000-10-ORG). ERIM Report Series Research in Management. Erasmus Research Institute of Management. Retrieved from